The First Regular Session Of The State Council At The Beginning Of The Year Set The Tone, And The Silver Economy Frequently Welcomed The Favorable Policies

As the first executive meeting of the State Council in 2024, the silver economy, one of the topics of this meeting, has once again received extensive attention from the outside world.

The meeting stressed that the development of the silver economy is an important measure to actively respond to the aging population and promote high-quality development, which benefits both the current and the long-term. We should make good use of the market mechanism, give full play to the role of various business entities and social organizations, better meet the multi-level and diversified needs of the elderly, and jointly promote the development and growth of the silver economy.

In fact, this is not the first time that national policies have been conducive to the development of the silver economy. When the Central Economic Work Conference held at the end of 2023 set the direction of economic work in 2024, the silver economy was mentioned for the first time. In February 2022, the State Council issued the "Fourteenth Five Year Plan" for the Development of National Aging Cause and Elderly Care Service System, which deployed nine tasks around the development of the "Fourteenth Five Year Plan" period to promote the whole society to actively respond to the population aging pattern.

Among them, the development of silver economy emphasizes the development and expansion of elderly products, such as strengthening the research, development and manufacturing of elderly products, and vigorously developing elderly living products to meet the needs of the elderly in clothing, food, housing, transportation, etc; Promote the application and promotion of high-quality products, formulate and revise a number of key urgently needed technical standards for elderly products and services, establish a product catalog for elderly products, and give priority to the products independently developed, technologically advanced, and market recognized into the guide for upgrading and innovating consumer goods; It is planned to arrange about 10 high-level Yinfa economic industrial parks in Beijing Tianjin Hebei, Yangtze River Delta, Guangdong Hong Kong Macao Greater Bay Area, Chengdu Chongqing and other regions, and build a batch of benchmark cities of Yinfa economy in the country to promote exploration and innovation in the integrated development of service industry, transformation and upgrading of manufacturing industry, and new technology and new business form training; Establish a regional trading platform for the elderly goods market, and support qualified regions to hold elderly goods expositions, trade fairs, etc.

According to the data released by the National Bureau of Statistics, by the end of 2022, China's population over 60 years old will reach 280 million, accounting for 19.8% of the total population of the country, including 210 million people aged 65 and above, accounting for 14.9% of the total population of the country. In addition, according to the estimation of the National Health Commission, around 2035, there will be more than 400 million people over 60 years old, accounting for more than 30% of the total population.

In this regard, experts believe that with the aging of China's population, the position of silver hair industry in the national economy will become increasingly important. By 2030, the potential of the aging industry may account for one fifth of GDP, and it is expected to reach one third by 2050. In particular, the "post-60s" and "post-70s" have stepped into old age, which will bring new prospects to the aging industry.

Some insiders also said that the growing demand of today's elderly for a better life, coupled with active policy guidance and frequent good news, will usher in a broad market development prospect for silver economy and provide market opportunities for more enterprises.

In the fashion industry, international fashion brands have not completely favored young spokesmen in the past few years.

Previously, C é line chose Joan Didion, an 80 year old American writer, as its spokesperson, Yves Saint Laurent signed a contract with Joni Mitchell, 71 year old, and Reebok chose Wang Deshun, more than 80 years old, as its brand spokesperson in Greater China for the promotion of the Chinese market. Last year, Miu Miu cooperated with Wu Yanshu, the "national grandmother", and created a wave of goodwill.

Strictly speaking, the consumption positioning of Wu Yanshu, who became a popular actress at the age of 78 and became a "national grandmother" at the age of 84, is far from that of Miu Miu girls. But unexpectedly, it was this "unconventional" move that broke the convention, unexpectedly refreshed many young girls' new understanding of Miu Miu's "girlish feeling", and planted grass in reverse.

As the netizens commented, "Grandma suddenly thought it was a good fit, and the soft and glutinous Miu Miu was full of charm." "When I went to the store to look at this bag, I didn't think much of it, but I got it when I saw the promotion."

Perhaps, brand rejuvenation is not limited to age, but also an attitude towards life. Just like "National Grandma" Wu Yanshu's unique personality accumulated over the years combined with Miu Miu seems to trigger a wonderful chemical reaction, which has brought different visual effects to consumers, and Yu quietly won the hearts of young people.

(Source: Chinese clothing)